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Bedrock Fundamentals of Digital Marketing

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Bedrock Fundamentals of Digital Marketing

  1. 1. BEDROCK FUNDAMENTALS OF OF DIGITAL MARKETING PRESENTED BY: SETH PRICE & NALINI PRASAD
  2. 2. GOOGLE ADWORDS NOW GOOGLE ADS • Rebranded to make it easier for small businesses to advertise • Smart Campaigns ■ Minimal ongoing management necessary • Other Google Ad Campaigns ■ You choose your own keywords, set bid prices, and structure your account
  3. 3. TIP: GOOGLE KEYWORD PLANNER • Estimate of search volume (user’s interest) • Number of results (competitiveness) • Difficulty level (low hanging fruit) Create strong ads with strategic keyword placement
  4. 4. KEYWORD PLANNER UPDATES – MARCH 2019
  5. 5. • Quality Score is vitally important • Factors affecting Quality Score – Expected CTR – Ad Relevance – Landing page • New keyword automatically assigned a 6 • Location and Keywords more important than quality score for local ad extensions Quality Score Affects your CPC 50.00% Discount 44.20% Discount 37.40% Discount 28.60% Discount 16.70% Discount Google Benchmark 25.00% Increase 67.30% Increase 150.00% Increase 400.00% Increase QUALITY SCORE 10 9 8 7 6 5 4 3 2 1
  6. 6. • PPC Management ■ Google Ads Editor ■ AdWords Performance Grader ○ Free. Thorough audit of Google Ads account in 60 seconds or less • Keyword and competitor research ■ Google Keyword Planner ■ SEMrush ■ SpyFu • PPC call tracking tools ■ CallRail HELPFUL TOOLS
  7. 7. CONTENT STRATEGY Providing High Quality Information to Your Audience
  8. 8. CONTENT – QUALITY OR QUANTITY? • Both. Google rewards websites that provide high quality, sophisticated content on a regular basis. • The most authoritative content will come from the experts – your lawyers (or yourself) • Your content should be specific, grammatically correct, and meaningful • TIP: 500-700 words per page
  9. 9. STRATEGIC CONTENT DEVELOPMENT • Create keyword rich content - be careful not to spam. • Google seeks unique and informative content – FAQ style content • Primary and supporting content – Long-tail search terms • Leverage your experts to write content on different topics to maximize your depth of credibility
  10. 10. GO LOCAL IN CONTENT • Take opportunities to get location-specific in content to establish authority • Think beyond state-level terms • City and county terms TIP: Do not copy and paste content from one location page to another—even if laws are identical, make the content fresh.
  11. 11. Rich Content Produces Enhanced SERPResults • Google replaces short meta descriptions with quality content • Gives reader more information which results in greater traffic and conversions VS. regular SERP result
  12. 12. TIPS TO BECOME A THOUGHT LEADER • Establish a Brand - Niche Blogging • Become a trusted source - provide information on trending topics • Set yourself apart - Stick to expert’s genuine interest. Will result in greater contributions and richer content • Create FAQ Videos - can increase engagement, time on page, and conversion rates • Pro Tips: Provide expert content or quotes for guest blogs to obtain backlinks from authoritative sites.
  13. 13. TIPS FOR IMAGES IN YOUR CONTENT • Google Advanced Image Search • https://www.google.com/advanced_image_search • Image size • Colors in images • File type (PNG) • Advanced image title search • Usage rights
  14. 14. TIPS FOR LEVERAGING VIDEOS & PODCASTS • Transcribe videos and podcasts • Be sure to include titles and descriptions with keywords • Be sure to markup appropriately
  15. 15. TECHNICAL SEO Optimizing Behind the Scenes
  16. 16. • Optimize for Mobile • Title Tags • Meta Descriptions • Page Speed • Schema TECHNICAL SEO
  17. 17. • PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/ • Mobile and Desktop Speed • Suggestions to improve speed • Good score - 80-100 • 2-4 second load time PAGE SPEED
  18. 18. • Speak Google’s Language – Structured Data, Schema markup • Schema markup allows the search engine to understand the website and its content, and then display your content properly on SERPS • Types of Markup • Geographic • Reviews • Main Menu • Industry/Business Type • Social • Video Regular SERP result Rich Snippets STRUCTURED DATA AND RICH SNIPPETS The More Google Knows, The More Google Can Show
  19. 19. HELPFUL PLUG-INS FOR WORDPRESS • SEO Yoast • Google XML Sitemaps • W3 Total Cache plugin
  20. 20. RECOMMENDED SEO TOOLS AND RESOURCES • Moz - Open Site Explorer • SEMrush • Ahrefs • www.blog.google/ • Search Engine Land • Whitespark Local Search Blog Pro tip: follow SEO industry influencers on social media – they tease new releases, etc
  21. 21. LINK BUILDING Establishing Relationships Online
  22. 22. BECOME AN AUTHORITY OTHERS WANT TO CITE Content & Link-Building Come Together • Create content other sites want to link to – Be educational & informational – Add charts and statistics in your content • Bonus: Markup the charts to potentially achieve featured rich snippets • Make your site look authoritative • High-quality content earns
  23. 23. LOCAL LINKBUILDING • Build your firm a personality - people want to hire someone they like and trust • Local outreach programs – Recurring events offer consistency and legitimacy – Annual food/clothes/school supply drives – Scholarships – Seasonal nominations • Keep focus on providing value to community, but maximize link opportunities
  24. 24. MAXIMIZING RELATIONSHIPS • Leverage existing relationships in the community – Organizations you donate to – Organizations you volunteer with – Organizations you are a board member of • Make use of media and small business relationships
  25. 25. LINK BUILDING BEST PRACTICES • White Hat vs. Black Hat link building • White hat - Natural links through press or lawyer profiles • Black hat - hidden spammy keyword links on a page only the Google Bot sees, not users • Identifying spammy sites • “submit link here” • Low domain authority • International sites (.in, etc) • Broken Link Checker WP Plugin - resource intensive • Deactivate and uninstall after check. Check every 6 months • No Reciprocal Link Building
  26. 26. LINK BUILDING TIPS THINK OUTSIDE THE BOX Old School - Infographics (have potential to go viral) • Visual representation of information • Use proper outreach tools (BuzzStream, Cision, etc.) to make personalized outreach efficient New Ideas - Podcasts and FAQ Videos • Post on authoritative sites • Leverage your experts
  27. 27. KEEPING A HEALTHY LINK PORTFOLIO • Ahrefs - Useful tool to review backlinks and the rating/score of a potential referring domain or page • Monitor links to see where/why links might be lost TIP – Often these tools are inconsistent. Be sure to check against Google Console and other SEO tools.
  28. 28. LOCAL SEARCH Creating a Healthy Reputation in Your City
  29. 29. ORGANIC SEARCH & RANKING IN LOCAL PACK • Google My Business signals • Local citation signals • Review signals • Local link-building signals • Authority of website is a central factor • Link signals • On-page & technical signals • Behavioral signals LOCAL SEARCH ORGANIC SEARCH
  30. 30. • Have your ad show up in the local 3 pack PAY PER CLICK LOCAL AD EXTENSION
  31. 31. • Local Ad Extension - If you have competitors dominating the local pack - this is a good way to still appear locally • About 1 in every 3 queries returns a local pack ad LOCAL 3PACK - AD EXTENSION
  32. 32. • Multiple local ad extension appear in the map view PAY PER CLICK LOCAL AD EXTENSION
  33. 33. • Local pack may not show multiple results in the same building for same practice area ○ results are filtered to improve user experience • Others will be suppressed, though they may show in organic ranking or when you zoom in on map view • Plan accordingly for office expansion LOCAL 3PACK - FILTERING
  34. 34. GOOGLE MY BUSINESS • Build out GMB profile for visibility and legitimacy • This is the information people see when searching on Google Maps • New features are constantly coming out
  35. 35. IMPORTANCE OF KEEPING YOUR GMB PROFILE UPDATED • New features are constantly coming out in order to gain more information on user interaction with your business • Most important fields ○ Name ○ Address ○ Phone Number ○ Primary Category • A complete profile Allows for enhanced GMB Insight
  36. 36. EXAMPLES OF NEW FEATURES • Posts • Messaging • Business Descriptions • Additional Phone Numbers • Date business established • Short URL
  37. 37. GOOGLE MY BUSINESS INSIGHTS • Provides data on user engagement with GMB ○ 1 week, 1 month, 1 quarter timespans • Example of information ○ Queries used to search for your business ○ Map views vs Search views ○ Customer Actions (visit site, call, message, etc.) ○ Phone calls by day of the week
  38. 38. GOOGLE MY BUSINESS INSIGHTS CONT.
  39. 39. GOOGLE MY BUSINESS INSIGHTS CONT.
  40. 40. GOOGLE MY BUSINESS INSIGHTS CONT.
  41. 41. COMMON GMB ISSUES • WeWorks and Regis offices are sometimes recognized • Trouble verifying your location ○ Video verification does not have to be live anymore • Appealing GMB suspensions ○ New process for appeals • Trouble gaining access to an old GMB profile
  42. 42. REVIEWS: THE ULTIMATE CONVERSION FACTOR Learn how, when and why to get them!
  43. 43. REVIEWS DO: • Consistently monitor your reviews • Make it easy for clients! • Create a process DON’T: TIP: Timing is key. Ask for review right after winning a case • Pay for reviews • Engage negatively with bad reviews • Allow average to fall under 4 stars
  44. 44. DEALING WITH NEGATIVE REVIEWS DO: ● Report the review to Google from the primary owner or manager access account DON’T: ● Respond negatively to the review ● Response immediately to the review Flag as inappropriate
  45. 45. THIRD PARTY REVIEW PLATFORMS ● Review Gating against GMB Guidelines ● Items to look for in a review platform ○ Dedicated review page hosted on their website (for SEO value) ○ Does the platform allow your review to appear in rich snippets? Greater visibility ○ Easy to respond to reviews from the platform
  46. 46. QUESTIONS? CONTACT US! BLUSHARK DIGITAL (202) 664-8444 | info@BluSharkDigital.com BluSharkDigital.com If you have any questions about SEO or would like to Learn more, text “SEO” to (347) 661 9999

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